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Talk to us in Barcelona

Rhymo June 18, 2009

Friday we are the whole day in Barcelona for the Mobile 2.0 event.



If you want to talk to us, this is how we look ;-)



Claire Boonstra
Claire [at] sprxmobile.com +31 646 6017 65



Raimo van der Klein (he has other glasses but still bald)
Raimo [at] sprxmobile.com +31 641 1711 16



Maarten Lens-FitzGerald (he has more hair now)
Maarten [at] sprxmobile.com +31 646 3333 08
meonthephone_big_square_300

Permalink: www.layar.com/news/blog/15

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Press release: The first mobile Augmented Reality browser premiers in the Netherlands

Maarten Lens-FitzGerald June 16, 2009

Five Dutch content providers to participate in the worlds first AR browser



AMSTERDAM, Tuesday June 16th, 2009. Mobile innovation company SPRXmobile launches Layar, worlds first mobile Augmented Reality browser, which displays real time digital information on top of reality (of) in the camera screen of the mobile phone. While looking through the phone’s camera lens, a user can see houses for sale, popular bars and shops, jobs, healthcare providers and ATMs. The first country to launch Layar is The Netherlands. Launching partners are local market leaders ING (bank), funda (realty website), Hyves (social network), Tempo-team (temp agency) and Zekur.nl (healthcare provider).



How it works
Layar is derived from location based services and works on mobile phones that include a camera, GPS and a compass. Layar is first avaliable for handsets with the Android operating system (the G1 and HTC Magic). It works as follows: Starting up the Layar application automatically activates the camera. The embedded GPS automatically knows the location of the phone and the compass determines in which direction the phone is facing. Each partner provides a set of location coordinates with relevant information which forms a digital layer. By tapping the side of the screen the user easily switches between layers. This makes Layar a new type of browser which combines digital and reality, which offers an augmented view of the world.



Dutch launch
The premier launch is for the Dutch market. Launching content partners are ING (ATM’s), Funda (houses for sale), Hyves (social network hot spots) Tempo-team (jobs) and Zekur.nl (healthcare providers). Layar will be launched per country with local content partners in order to guarantee relevent results for the end user. SPRXmobile is planning further roll-outs, together with local partners, in Germany, the UK and the United States this year. SPRXmobile wil continue with regular releases of new layers after each local launch. The Layar application will be available via the Android Market. Other handsets and operating systems are in development with a prime focus on the iPhone 3G S.



SPRXmobile



Layar is developed by SPRXmobile, a mobile innovation company.



“Eventually, the physical and the virtual worlds will become one. Many visions on Augmented Reality have already been developed, but we are proud to be able to bring this one step closer to reality”, says Raimo van der Klein, co-founder of SPRXmobile.



More information:



http://layar.eu en http://www.sprxmobile.com.

Permalink: www.layar.com/news/blog/11

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